What are the social and personal drivers to engage in co-creation? A study of UK 7–13-year-olds

Abstract

Purpose

The purpose of this paper is to explore the social and personal drivers of co-creation in children.

Design/methodology/approach

A sample of 463 children aged between 7 and 13 years were recruited. Using electronic event-based diaries, 2,631 entries were captured during an 18-month period.

Findings

Data from 861 entries identified a series of anomalous external social and personal factors that drove children to engage in co-creation. These were for maintaining external relationships, dealing with addiction to the co-creation process and dealing with personal loneliness.

Research limitations/implications

The study reveals new, unconventional and gender-specific behaviours that might assist marketers in understanding children’s complex relationships with co-creation and brands.

Originality/value

To the best of the authors’ knowledge, this is the first study of its kind to examine children’s social and personal drives to engage in co-creation.

Citation

Thomas, R.J., White, G.R.T. and Samuel, A. (2021), "What are the social and personal drivers to engage in co-creation? A study of UK 7–13-year-olds", Young Consumers, Vol. 22 No. 2, pp. 202-218. https://doi.org/10.1108/YC-09-2020-1215